UK-based prodco Two Daughters Entertainment is looking to expand its licensing and merchandising business, and has hired former Aardman Animations exec Rob Goodchild to lead the charge as its first commercial director.

Goodchild, who starts in his newly created role on October 2, will spearhead the development of new consumer products deals for the studio’s flagship preschool series Moley. He will also build licensing programs for three new TV projects in the pipeline that Two Daughters plans to unveil next year. Goodchild reports to company founder and CEO James Reatchlous.

Distributed internationally by Jetpack, Moley (52 x 11 minutes, CG animation) airs in more than 160 countries worldwide, including the US (Peacock), the UK (Boomerang) and New Zealand (TVNZ). 

The plan now is to move the property into toys, books and apparel, as well as working with partners in digital apps, games and location-based entertainment, says Two Daughters marketing director Mikey Ellis. 

Goodchild is coming off a 15-year stint at Aardman, where he most recently served as commercial director. During his tenure there, he oversaw licensing, merchandising and business development for popular kids properties including Shaun the Sheep and Wallace and Gromit. Earlier in his career, Goodchild held director-level positions at FKB Publishing and video game retailer Game On in the UK. 

Wasting no time getting down to business, Goodchild and Ellis are heading to Brand Licensing Europe next week to source and secure new partners for Two Daughters’ brands.